Consequently, its chief executive officer Nancy Dubuc announced reducing headcount about 15%. That will be primarily through attrition and not filling job vacancies. She is also making other changes.

Digital Vox Media and Refinery29 are equally out of favor.

The issue is: Why didn't those digital media outlets pick up on the shift back to "normal?"

Bloggers like myself got it fast that taste was changing. For instance, the personal was no longer in demand. Instead readers wanted more how-to content, with a bit of personal on the side. For instance, we should post a how-to on landing pages, with a two-sentence paragraph at the end about our own experiences with them. That's the extent of the personal.

My hunch is that too many digital media became intoxicated with their ability to be badasses. What they should have known is that few get away with that for long. Time even caught up with Alec Baldwin. But that's nothing new. The day after graduation from college we are expected to be all grown up.

Currently, we want digital media to respond to this question: What can you do for me? If the answer isn't on the money, usually literally, we un-bookmark the outlet.

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